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Spaghetti

Campaign
Agency Network: 
Published/Aired: 
August 2010

Description

Print advertisement created by Change, Poland for E, within the category: House, Garden.

Caption

For shiny surfaces

Advertising Agency: Change Integrated, Warsaw, Poland
Creative Directors: Ryszard Sroka, Jakub Korolczuk
Art Directors: Martin Winther, Jan Jakub Zielecki
Copywriter: Tytus Klepacz
Illustrator: Bartek Hass
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Highest Rated

Guest's picture

Being artistic (creative) for its own sake is not we do in this industry. If you want to be an artist and have the freedom and artistic license that goes along with it, then go be a painter or something. Everything we do in advertising (both visual and written) must have a specific purpose. That's not acting like a client. That's being a good creative. There's no room for "artistic interpretation," vagueness or abstract/irrational ideas when you're GOAL is to communicate a specific message to someone. We want our audience to understand and comprehend what we're trying to say. If the message is so convoluted and abstract that people can't "get" it, then the author has failed.

Guest
Carlos Garcia's picture

Why a card? What's the point?

Carlos Garcia
Activity Score 847
Copywriter at Zwela |

CG

Guest's picture

apparently the cards are the only thing that can be reflective

Guest
Guest's picture

Why is the card symbol in the other side?

Guest
Guest's picture

Worst campaign I've seen this year. Congrats!

Guest
atb2005's picture

@Carlos

Have you not seen a playing card?

I like the campaign. It's refreshingly different and it also made me smile. I think they should create actual branded cards; that would be awesome!

atb2005
Activity Score 13557
Guest's picture

AS SEEN ON FFFFOUND!!!

Guest
Guest's picture

Everything is perfectly reflected. Except, you know, the most obvious thing; the massive diamond that's hovering over her shoulder for reasons unknown.

Guest
Hiperion's picture

smile? come on, atb2005...
boring concept and great art.

Hiperion
Activity Score 3138
Creative Director at zinkproject Valencia
Billoughsby's picture

Handsome as hell.

Billoughsby
Activity Score 5150
Art Director |

That's it.

picopalqlea's picture

the connection between the card and the reflection is to long and hard to get. but the art looks great.

picopalqlea
Activity Score 999
atb2005's picture

I don't think it's hard to get all. Shiny surfaces are reflective.

atb2005
Activity Score 13557
Matt Tonkin's picture

looks good but so flawed. Why the card symbols, and they would reflect directly below anyway so makes no sense.

Matt Tonkin
Activity Score 168
Art Director at Northern Productions Inc.
Guest's picture

I don't see any conection. The copy should say something like "The Queen of shiny surfaces".

Guest
miko1aj's picture

Good campaign Martin. Great illustration. Although I miss little bit explanation "why cards?". This could be linked well with a claim. I write about this because this print is obviously festivalish. I think it misses chance without this better linkage.

miko1aj
Activity Score 3086
Guest's picture

sorry, who are you?

Guest
miko1aj's picture

I'm not a guest baby.

miko1aj
Activity Score 3086
Guest's picture

I agree. Festival'ish. Fake, in other words.

Guest
Guest's picture

Algo como ¨tu mejor jugada para superficies brillantes.¨podría ayudar

Guest
Guest's picture

"The Queen of shiny surfaces"

Guest
Guest's picture

Featured in our next issue!

Guest
Guest's picture

This is great!!!!

Guest
Marlus Lau's picture

Very good!

Marlus Lau
Activity Score 1808
Art Director at Editora O Estado do Paraná / Pós-graduação na Unicuritiba
silvi's picture

DIfferent aproach. Clever.

silvi
Activity Score 4172
Copywriter
tirthomitro's picture

hey man... awesome ad. too fuckin' good!
wish i had done it...

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Guest's picture

Lovely

Guest
paumarques's picture

doncs a mi em sembla un visió molt fresca i novedosa en un camp tant difícil com és el dels productes de neteja. Felicitats per la campanya!

paumarques
Activity Score 1312
Copywriter |

Pau Marquès
(+34) 670 36 79 83
blogdepaumarques.blogspot.com

Guest's picture

The diamond is not reflected, why?

Guest
Dzsoi's picture

This is good and an instant get if you have ever seen playing cards.
And I do agree with miko1aj - a better headline that connects cards with product would make it even better.
I would go in a direction 'Ace of glaze' or 'Ace for glaze' or something like that (Queen would work only with female visuals).

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
John van de Vorstenbosch's picture

Copy shouldn't repair a non existent link. Cards have nothing to do with reflection. Bad concept, nice art. imho.

John van de Vor...
Activity Score 216
Copywriter at Hansnel Group
Guest's picture

Is a copy of a ffffound archive of last week...
horrible!!

hurry to copy!

Guest
Guest's picture

I like it. Clear and clever.

Guest
Elmārs Ārnieks's picture

very interesting approach. i like it

Elmārs Ārnieks
Activity Score 840
home study |

Life is a joke. Laugh.

Billoughsby's picture

I think it's funny to watch the struggle -- with the pip reflection not being "realistic"; "why cards", etc. -- that this series is causing. Not for the first time, and certainly not the last, creatives are acting precisely like clients.

Billoughsby
Activity Score 5150
Art Director |

That's it.

Guest's picture

Being artistic (creative) for its own sake is not we do in this industry. If you want to be an artist and have the freedom and artistic license that goes along with it, then go be a painter or something. Everything we do in advertising (both visual and written) must have a specific purpose. That's not acting like a client. That's being a good creative. There's no room for "artistic interpretation," vagueness or abstract/irrational ideas when you're GOAL is to communicate a specific message to someone. We want our audience to understand and comprehend what we're trying to say. If the message is so convoluted and abstract that people can't "get" it, then the author has failed.

Guest
Billoughsby's picture

I didn't create this campaign, I have no "in", no nepotistic interest, and I get it and like it. What I don't get is the sweat that's going into trying to make the most mundane sort of linear sense of this. I think the linear sense is basically there and people are making these harder to "get" than they are. That's all I'm talking about.

If all we are expected to do is deliver consumers, I think this set is a success at that level, depending on placement, of course. It's cool, it's pretty and it's a little quirky. -- All you could ask for in a campaign that doesn't have a shitload of information to relate, but one single point.

Billoughsby
Activity Score 5150
Art Director |

That's it.

atb2005's picture

Well said! I don't think I can add anything to that. I too am amazed that so many people seem to have a hard time grasping this campaign, resorting to using words such as "convoluted", too "abstract". Seriously?! Like you said, it's just a fun creative as well as quirky way to promote the brand. The person who commented before you should realize that people these days are inundated with tons of visual information. That's why it is important that advertisers create ads that STAND OUT or capture people's immediate attention. I don't know about you guys, but this campaign immediately caught my attention! I still think that it's wonderful.

atb2005
Activity Score 13557
Chuck Hannok's picture

But would you buy it then? Would you ditch your preferred brand because it captures your attention then? The point of advertising is not about capturing attention. It's about drawing attention to the uniqueness of the product so that the consumer will BUY it. From the short 2 seconds I spent looking at this pretty ad, I still can't figure out what it is trying to tell me so that i will BUY the product it is advertising. So how's it working for you?

Chuck Hannok
Activity Score 6
Copywriter
Guest's picture

The need to be relevant is something that should link clients with creatives Biloughsby. This ad is not relevant to anything.
And indeed exactly the same idea (which was relevant to shiny surfaces in the home ie. It showed them!) won an award in this ads' home country
THIS year. I'm surprised this made it past the Creative Directors desk.
Fully agree with the comments about the copy. It's dismal...

Guest
Billoughsby's picture

How is centering a campaign for a product that cleans shiny surfaces on the physical phenomenon of reflection an example of irrelevance? There, we have a major disagreement, my friend.

Some may not like the styling. Some may find it a little cold or abstract, not visceral enough. That's fine. But the idea and execution are on-target and relevant, unless this is the first time use of a new meaning for the word "relevant".

Billoughsby
Activity Score 5150
Art Director |

That's it.

Dzsoi's picture

Well said. Shiny surfaces is a (relevant) promise every competitor makes. Creatives' job is to find a fresh & interesting way to say it one more time. And hell they did.

Dzsoi
Activity Score 8532
Copywriter at junior copywriter
Pheneampkn-what it's about's picture

I like it! BUT, the diamond is completely off in the reflection! It's distracting!

Pheneampkn-what...
Activity Score 2
Copywriter |

phe

Guest's picture

Is a copy of a ffffound archive of last week...
horrible!!

Guest
Guest's picture

the work is sample concept i like

Guest
munya's picture

like the idea but the way the copy is laid out is not "reflecting" well with me....a bit messy

munya
Activity Score 6
Art Director at JERICHO ADVERTISING
Guest's picture

in my opinion its showing how clean the surface is. so clean that you can see a clear reflection on it. and for the diamond, to me, i interpret it as i guess a -sparkle- no? just my interpretation of this image. i like it.

Guest
Guest's picture

I got it instantly. It's brilliant. As far as the diamond goes, the diamond had to be off for it to look like a playing card. Otherwise, the viewer would question it more and might not get it. Sometimes *rules* are ok to break to make an ad more effective. In this case the decision to reverse the image brought functionality to the design.

Guest
Guest's picture

Very Nice idea

Guest
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